About Maximize conversion value bidding

Note: Starting in 2021, you’ll see optional target fields for new Maximize conversions or Maximize conversion value bid strategies. With an optional target, Smart Bidding will optimize to these goals the same way it would for Target CPA and Target ROAS. Maximize conversions with a set target CPA will behave like a Target CPA strategy does today, and similarly, Maximize conversion value with a set target ROAS will behave like a Target ROAS strategy does today.

You can read more about Changes to how Smart Bidding strategies are organized.

Maximize the total conversion value of your campaign within your specified budget with the Maximize conversion value bidding strategy. This bidding strategy uses advanced machine learning to automatically optimize and set bids. It also offers auction-time bidding capabilities that tailor bids for each auction. You define the value that you want to maximize, such as sales revenue or profit margins, when you set up conversion tracking for your account.

Bid adjustments and Maximize conversion value

Bid adjustments allow you to show your ads more or less frequently based on where, when, and how people search. Because Maximize conversion value helps optimize your bids based on real-time data, your existing bid adjustments are not used. There is one exception: You can still set mobile bid adjustments of -100%.

Note: If you switch to Maximize conversion value bidding, you don’t need to remove your existing bid adjustments, because they won’t be used.

Before you begin

Note: This bidding strategy is only available for Search campaigns.

How it works

Using historical information about your campaign and evaluating the contextual signals present at auction-time, Maximize conversion value bidding automatically finds an optimal CPC bid for your ad each time it's eligible to appear. Google sets these bids to help get conversions that are the most valuable for your campaign while spending your budget.

Before switching to Maximize conversion value bidding:

  • Check your average daily budget amount. Maximize conversion value will try to fully spend your average daily budget, so if you’re currently spending much less than your budget, maximize conversion value could increase spend significantly.
  • Check your return-on-investment (ROI) goals. If you have an ROI goal for your campaign, such as a target return on ad spend (ROAS), you may want to add a target ROAS to your bid strategy.

Note: When using Maximize conversions bidding or Maximize conversion value bidding, we recommend that you use tools such as budget simulator and impression share metrics to understand the budget opportunity available on your campaign.

We don’t recommend using the impression share “Lost IS (budget)” column in Google Ads with Maximize conversions because the column is incompatible with the bid strategy. Maximize conversion or Maximize conversion value bid strategies are designed to spend the full daily budget, and are ”limited by budget” by design as campaigns are considered constrained by the budget you set. Whereas the budget simulator accounts for this, the “Lost IS (budget)” column does not currently account for this, and uses a different definition to account for lost impressions.

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